Qantas were looking for a way to encourage its frequent flyer members to earn more points and enjoy the rewards of redeeming them.
Based on the idea of 'Everyone has a journey', we created the Points Destination Goal campaign.
Online, members could calculate, set, track and achieve their goal to put their QFF points towards. Their goal could for be either flying, shopping or anything you could redeem points for. And it could be for them or someone close to them, like their family, parents, friends or spouse etc.
The site also educated members to see how easy it was to earn points from spending on every day things.
Emotional stories were used to demonstrate how two QFF members used their points to take their family on its first holiday. Another showed how they set their goal to bring their father to see his new grandchild.
Emails to the member base kicked the campaign off, and trigger follow-up eDMs encouraged goal completion. Whilst integrated and social media helped raise awareness and kept the momentum going for the campaign.
Website https://destination.qantaspoints.com
The campaign achieved 3 finalists at the 2015 ADMA AC&E Awards for: Customer Retention/Loyalty Campaign, Mobile Marketing, and Email Marketing.
The campaign achieved 3 finalists at the 2015 ADMA AC&E Awards for: Customer Retention/Loyalty Campaign, Mobile Marketing, and Email Marketing.
